The Influences of B2B Service Quality on the Relationship Satisfaction, Brand Performance and Relationship Performance - An Application of the IMP Interaction Model

Objectives: This study purpose to identify of B2B (Business to Business) Service Quality on Relationship Satisfaction, Brand Performance and Relationship Performance in B2B environment. Theoretical framework is based on the Interaction Model from IMP Group (1982)1. Methods/Statistical Analysis: Purchasing decision Maker and Influencers, such as IT Staffs and Operators who were provided Hardware devices and Software Solutions for Business Office, were selected as objects of this study. Sample was conducted for 3 months from Oct. 2015, 110 copies from Decision Makers and 225 copies from the IT staffs and Influencers. Exploratory factors analysis, reliability analysis and structural equating model analysis were preceded by SPSS 19.0 and AMOS 19.0. Findings: As result of this study, B2B Service Quality was found positive effect on Brand Performance and Relationship Satisfaction, but not found positive effect on Relationship Performance. On the other hand, Brand Performance was found to have positive effect on Relationship Satisfaction and Relationship Performance. And found positive effect between Relationship Satisfaction and Relationship Performance. In addition, Brand Performance had mediation effect significantly between B2B Service Quality and Relationship-Satisfaction. And also had mediation effect significantly between B2B Service Quality and Relationship-Performance. Finally, Relationship- Satisfaction had significant mediation effect between Brand Performance and Relationship Performance. According to this study results, we found 4 factors of relational exchange are applied in various industry area in B2B and it matches with previous studies by2,3. Improvements/Applications: The limitation of this study were followings, it may be able to utilize future research direction. First, there were no prior concerns about internal decision process in Customer Organization, Second, could not capture for information exchange and adaptation as variables of IMP interaction model. Third, need to study what is process indicator and mediation effect in between B2B Service Quality and Relationship Performance.